Food high in fat, sugar and salt will be banned from TV adverts before 9.00pm and at any time online from tomorrow
The ban also covers some breakfast cereals, porridges, sweetened bread products and sandwiches
The Government estimates the ad ban will prevent around 20,000 cases of childhood obesity
The ban only covers adverts in which unhealthy products can be seen by viewers, meaning fast-food firms will still be able to advertise using their brand name
The ban covers product 14 groups most linked to childhood obesity, including
Chocolates, sweets, and ice creams,Soft drinks,Pizzas, main meals, and sandwiches and Breakfast cereals, porridges, and sweetened bread products
The ban will be Overseen by the Advertising Standards Authority (ASA), with penalties for non-compliance.
The move reflects growing evidence that advertising strongly influences children’s food preferences and consumption habits and places the UK among the strictest regulators of food advertising in Europe, aligning with its broader public health agenda.
